2022 is right around the corner. Marketing and articles teams are gearing as much as ring in the new year with a bang, but the purchaser journey is complex.
B2B decision makers are not easy to reach. They will don’t navigate the buyer journey in any linear fashion. You will find no patterns of behavior, and they are completely unpredictable. This makes it almost impossible for B2B and tech companies to achieve this audience with relevant content.
Do not worry. This is not another prediction piece boasting the top 99 content marketing trends to buy in 2022.
This post is about bringing back the basics. Too many marketers are always looking for the next big point, yet they haven’t enhanced what’s right in front of them. And what’s right before them is not that complex.
Below are 3 marketing strategies that should be prioritized in 2022.
The thing with B2B marketing is that it’s not really a bright and shiny object. It’s not great, fun or exciting. Don’t expect to see any viral TikTok videos about data centers or enterprise software anytime soon.
Yet one thing that B2B brand names can capitalize on is definitely influence. And understanding influence has a much longer shelf living of value than a virus-like TikTok video.
Influence is more than just a noun or verb. Influence has the power to separate brand leaders from those who follow, especially when it is applied and becomes ground zero for all marketing.
Stemming from surface zero is B2B influencer marketing and programs like this can be managed in many ways. One of the most important steps in building an influencer program is research plus analytics. Influencers just do not appear overnight or awaken one morning with countless followers. And even if they do, it wouldn’t mean that they’d be crowned an changer.
An evaluation must happen to identify truly influential voices. Part of that analysis will also uncover the topics and themes that influencers are talking about and exactly how that content is growing across the electronic ecosystem . These types of insights can inform all content material marketing. The result is brand name relevance and search engine presence. In this case, there is value through B2B influence, which could come with an everlasting benefit
Brand building to acquainted faces
The formula is proven and it’s simple. It’s easier and cheaper to keep present customers happy than to obtain new ones. This is such a good marketing lesson yet so many brands don’t prioritize their current customer interactions. They are too focused on consumer acquisition.
Developing customer advocacy programs seem to be a thing of the past. But here’s the thing, it was not always that way. In the beginning of social media, building client communities was common practice for all brands that a new Facebook page and Twitter account.
It had been easier back then because the systems were much smaller back then, and organic reach on social networking was 100%. Those were the good old days.
Customer advocacy needs to be both the mindset and a program. If it’s a mindset, then your whole company will create programs, campaigns, products and services, procedure, and general business procedures with a customer-first mentality.
Customer advocacy becomes a part of the cultural DNA. This can make building a customer advocacy program much easier to launch, control and scale.
The key to building a program rests on the “all too familiar” people, process plus technology. From this perspective, individuals represent the marketing groups responsible for managing the program.
Process is more concerning the mechanics of the program. It is building a process on how this program will work, how it will be incorporated into other marketing initiatives, just how it will be measured and the general strategic plan.
Technology is the tool or set of tools that will be used to manage the customer community and there are numerous available on the market.
Allowing employees to be brand storytellers
People trust people. It’s a significant part of our human nature. And that means that B2B buyers trust their peers, colleagues, influencers and “people like themselves” when seeking purchase recommendations.
Trust is the reason why people read Yelp reviews before booking a cafe reservation or lookup the particular Amazon reviews before buying a pair of headphones.
Over the last decade, hundreds of studies and research reports have got validated this point. So , when this believe in paradigm is applied to B2B marketing , the opportunity to influence purchase behavior becomes genuine – very real.
This is one reason building an employee advocacy program is a smart and strategic thing to do, especially for enterprise B2B and tech companies. Even though many of these companies do have current employee programs, there is a lack of innovation when it comes to deployment. They launched the program, checked this and moved on.
Employee programs are like client programs with each work stream aligning to people, process and technology. The players could be the same but the process plus martech collection will be different.
What’s next in 2022
Each of these 3 or more marketing strategies have one common denominator: people.
Influencers, customers and workers are all people, in case you are unsure. They all have a tone of voice. They all have audiences, even though some smaller than other people. And they all have impact.
Customer purchase is important. Yes, 100%. Articles is like gold. Creative, messaging and storytelling are also important and play a crucial function in marketing communications.
But without the human level, it goes back to that same marketing that everyone on the planet ignores and calls junk mail.
What’s following in 2022 is service. Brands must prioritize each one of these internal and external stakeholders and integrate them into existing marketing programs, campaigns, and initiatives.
Michael Brito is a digital strategist and the Global Head of Analytics at Zeno Group. He’s also a good adjunct professor at San Jose State University, TEDx speaker and content creator on YouTube. You can connect with him on social media or study at his social media blog .
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